Erica Garvey

Keurig Dr Pepper Inc. has named Drew Panayiotou as its new #CMO for U.S. refreshment beverages, overseeing a $9 billion portfolio, including brands like Dr. Pepper, Snapple Group. and Canada Dr. Drew brings deep expertise in #AI-driven marketing and #ecommerce from his time at Pfizer. His appointment underscores the growing need for enterprise-wide #data standards—ensuring consistency across brand taxonomies, proactively removing bad data, unlocking actionable insights and enabling seamless collaboration. These foundations empower marketers to deliver precise, #innovative campaigns that drive results. #datastandards #datagovernance #contentsupplychain #bigdata #CPG #digitalmarketing #Claravine

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Occasion based marketing for beverages is not a new phenominum. We just have to go back over the catalogue of historic Coca Cola ads to see how leveraging occasions has been used for decades to drive increased sales and margins for all members of the Coca Cola value chain.  “Refreshment on the Go”, “Stock Up for the holidays”, “makes food taste better”, “easy hospitality”, “Refreshing vacations” are just of few of Coca Cola’s occasion based propositions. It’s been the Coca Cola way for generations, and the basic principles from yesteryear, are still applied today. In fact, for the Coca Cola system, Occasions sit at the heart of their marketing DNA. They call it the OBPPC (Occasion, Brand, Pack, Price, Channel) process and it’s a critical element of their overall marketing. Coca Cola ensures that for each occasion, they clearly define the optimal brands to be sold, in the most appropriate packages, at the right prices, in the target channels to sell more products, at higher prices. They use occasions to pro-actively change the market dynamics in their favour by shifting the demand curve for beverages rather than simply moving along it to where the market takes them. DM me to learn more about how you can use Growth Scope to unlock your liquor market growth agenda by unlocking consumption occasions.

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Brands are undergoing refreshes to ‘get consumers excited again’. According to Andrew K. Smith, managing partner of Savory Fund, such efforts can generate a 10% to 20% sales lift if they’re done right http://ow.ly/PIfO105QLk1

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The power of print

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Diageo doubles down on non-alcoholic spirits with the acquisition of Ritual Zero Proof & now owns three of the five world's largest non-alcoholic spirit brands Ritual Zero Proof was founded in 2019, and became the #1 non-alcoholic spirits player in the US after joining Diageo’s accelerator program in 2020. Five reasons why this deal makes sense: 1) Fast growing: The US non-alcoholic spirits has been the fastest growing category with +31% L5Y CAGR. 2) Incremental: 94% of non-alc buyers in the US also purchase alcoholic beverages, spending on avg $292 more than households exclusively purchasing alcohol demonstrating the incrementality of the category to beverage alcohol. 3) High Right-to-Win: Ritual is already a #1 non-alcoholic spirits player in the US, with a strong market position and tailwinds 4) Synergistic: being a #1 player globally in both alcoholic and non-alc spirits Diageo is well positioned to build on Ritual’s current success and scale it up further leveraging its GTM muscle and category expertise 5) Close to the Core: being a part of Diageo’s accelerator (Distill Ventures) since 2020, Ritual already knows what it takes to make cooperation with a spirits giant successful, limiting risks of integration challenges Exciting times for Diageo 𝗔𝗯𝗼𝘂𝘁 𝘂𝘀: FF&A solves the most complex strategic problems of the world's largest FMCG companies across Corporate Strategy, Organic Growth, Digital RTM (eCommerce, DTC, and eB2B) and M&A. 14 out of the world's 20 largest FMCG companies are repeat Clients 𝗧𝗼 𝗸𝗻𝗼𝘄 𝗺𝗼𝗿𝗲, 𝗰𝗳. 𝗼𝘂𝗿 𝗹𝗮𝘀𝘁 𝗙𝗠𝗖𝗚 𝗠&𝗔 𝗽𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗹𝗼𝘄: https://lnkd.in/efD5RNWX 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 & 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #fmcg #cpg #mergersandacquisitions https://lnkd.in/dXAZQ242 Pernod Ricard The HEINEKEN Company AB InBev Carlsberg Group Campari Group William Grant & Sons The Coca-Cola Company PepsiCo

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As nonalcoholic beer gains momentum, Athletic Brewing is leading the charge with innovative marketing strategies! 🌟 Check out this article where CMO Andrew Katz explains how a new multimillion-dollar campaign is part of the brand’s efforts as the “big guys” enter the nonalcoholic beer category. https://ow.ly/3NoO50UBrTB #NonAlcoholicBeer #MarketingTrends #InsideAthleticBrewing #SoberCurious 🍻💪

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Market Shift: Premiumization in the Alcohol Industry 🚨 Diageo, one of the world's largest drinks makers, has reported a 1.4% drop in sales over the last year — its first since the pandemic. While this may seem like a red flag, it highlights a broader market trend: premiumization. As consumers become more selective about where they spend, premium brands are poised for long-term growth despite short-term economic pressures like inflation and high interest rates. 🥃 🔹 Johnnie Walker sales fell by 2% globally, with a sharper 10% decline in North America. 🔹 Casamigos tequila (acquired for $700M in 2017) saw a 22% drop in sales. 🔹 Diageo still commands almost 40% of the global Scotch whisky market. CEO Debra Crew emphasized the power of premiumization, driven by: Consumers trading up from beer and wine to spirits 🍸 Rising incomes in developing markets 🌍 The long-term trend of prioritizing quality over quantity ✅ Competitors like Pernod Ricard are also doubling down on premium labels, selling off wine brands to focus on premium spirits and champagne. 💡 Key takeaway: While economic headwinds may challenge consumer spending, the push toward premium products signals a lucrative future for brands that cater to evolving tastes. #Premiumization #AlcoholIndustry #ConsumerTrends #Diageo #BusinessStrategy #JohnnieWalker #Casamigos #MarketShift #Leadership #LinkedInNews

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FreshDirect HOTTEST FOOD TREND 2025 = Zero-Proof Beverages Go Bold! "A growing demand for mindful drinking has set the stage for a revolution in zero-proof beverages. The non-alcoholic category is evolving beyond simple substitutes, with sophisticated flavor profiles that appeal to all tastes. Expect to see an explosion of alcohol-free beverages infused with botanicals, aromatic bitters, and premium mixers designed for an elevated sipping experience. These carefully crafted zero-proof beverages provide a healthier alternative while delivering full-flavor satisfaction for any occasion. Try: St. Agrestis Phony Negroni and Parch Spirits Co Desert Margarita" https://lnkd.in/gbv64zV2

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This study sheds light on the evolving consumer drinking habits over the past four years post-COVID-19. The research highlights the profound influence of health and wellness concerns on altering drinking behaviors across all age groups. For more cohort-specific insights, check out the study here: https://lnkd.in/gJ5ED32f

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No Data, No Dollars Anyone who has heard me speak recently will have heard me say this. Retail Media is hugely profitable for retailers. Unsurprisingly they want more and more investment from manufacturers, often times in return for ads that are becoming less and less effective. As manufacturers we need to make sure we are making the maximum return possible on ever £,$,€,¥ (or any other currency invested). For me, that means knowing what we want in return and that starts with access to robust, accurate, complete and timely data for every campaign we invest in. Simply put, if you don’t get data in return you shouldn’t be investing. Recently I spoke with Lauren Livak Gilbert and Peter Crosby of The Digital Shelf Institute. Amazingly, they have chosen to refine my words and meanings and turn them into the amazing article attached. If you aren’t a member of the DSI I really can’t advocate it highly enough. They do excellent work and their podcast is the best in the industry. #digitalcommerce #ecommerce #cpg #fmcg #cpgindustry #fmcgindustry #digitalshelf #retailmedia #digitalretailmedia #omnichannel #digitalretail

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This is sweet victory (with zero sugar)! No Soda Has Grabbed More Market Share in the Past 20 Years Than Coca-Cola Zero Sugar Very cool article by Adweek detailing the remarkable market share growth of Coke Zero Sugar over the past 20 years. Getting to work on Coke Zero Sugar has been a masterclass in never being satisfied and pushing the limits. It might have seemed crazy at first reformulating the product twice to get as close to the real Coca-Cola flavor as possible, but superior taste will always drive demand. One of the boldest moves (IMO) was strategically repositioning Coke Zero Sugar closer to the Coca-Cola brand. This alignment created a powerhouse duo, allowing both brands to amplify each other’s success. This is the power of a cohesive brand strategy and execution with excellence. Nothing was off limits and the incredible design teams pushed for more innovative package design were also crucial. Staying bold, continually evolving to drive long-term brand growth and capture market share. The incredible, smart, crazy talented team that it takes to pull something like this off demonstrates the power of a clear vision, collaboration, shared passion, and relentless ambition. #CocaCola #CokeZeroSugar #BrandGrowth #TeamWork #MarketingSuccess #MarketLeader #ConsumerGoods #Leadership

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Modernizing legacy brands for a new generation of consumers is no easy feat. Earlier in my career, I was fortunate to work on teams that accomplished that for two legacy Kraft Heinz brands: Jell-O and Crystal Light. Critical to those successes were the same lessons Gail Hollander discusses in this article: * how to successfully update a brand by understanding its role in the culture and category without walking too far away from the brand truth and its DNA * creating winning marketing strategies by leveraging the art (creative thinking) and the science (data-driven decisions); and * breaking down silos to align the entire organization around long-term brand building I took these lessons I learned and recently wrote an article about how integral they also are for building successful CX strategies: https://lnkd.in/ecPhFpMz

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What people want on their plates changes fast. In the F&B industry, being reactive is no longer enough. To lead, brands must anticipate consumer behavior by understanding the why behind emerging trends. This is where the 2025 Trend Predictions come into play. Powered by Tastewise's Gen-AI, these insights reveal not just what’s trending, but how to strategically position your brand to capture tomorrow’s market. As decision-makers, it’s time to elevate beyond data—it’s time to shape the future. Tomorrow: Join the 2025 Trend Predictions webinar at 11am EST to gain the insights needed to lead the market. Sign up here: https://lnkd.in/d-deStbP

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The 3 most important ingredients to a successful campaign: 1️⃣ A problem. 2️⃣ An insight. 3️⃣ An idea. Here's why I think our team has cooked up something special! ⚡️ Our Problem → In a highly competitive #QSR environment, operators need to drive *NEW* traffic. But how and with who? Our Insight → The US is home to nearly 70MM Gen Zs, who hold ~$450B of disposable income, a lack of brand loyalty, a love for food experiences, a dependency on social media, and a growing trust in influencers – with more than half saying they have bought something based on an influencer’s recommendation. Our Idea → Instead of using influencers to recommend new products or restaurants, why not partner with them much earlier in the process to tap their highly engaged Gen Z audiences for unfiltered access into their flavor wants + needs, and then work with them directly to bring it all to menus - FAST. Flavor development at the speed of social... This is the NEXT Flavor Network 🟧

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"Great Brands, Sufficient Resources, Yet Underwhelming Results? --------------------------------------- You've got a renowned brand, ample resources, and a solid strategy in place. Still, your planned results remain elusive. It's time to investigate the root cause. Often, the missing link is not the resources or the plan, but the people. Specifically, the lack of ownership and engagement among team members. When management fails to create a culture of: - Active listening - Open communication - Empowerment - Trust Team members become disenchanted, losing faith in sharing their concerns, ideas, and feedback. This leads to: - Disengagement - Lack of accountability - Inefficiency - Stagnation To revive your brand's performance, focus on reigniting your team's passion and ownership. Encourage open dialogue, recognize individual contributions, and foster a sense of belonging. Remember, a brand's true strength lies not in its resources, but in its people. #Observation #Listening #Leadership #TeamEngagement #Ownership #Communication #BrandPerformance" #CEO #COO #MD #FMCG #Beverages #CMD #Fairfeedback

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PepsiCo’s CMO Todd Kaplan Departs After Reinvigorating The Beverage Offering. Todd Kaplan, Pepsi's CMO, bids adieu after spearheading groundbreaking initiatives that have reshaped the beverage industry landscape. From driving Pepsi Zero Sugar's exponential growth to executing a visually stunning brand overhaul, Kaplan's strategic vision has left an indelible mark on Pepsi's legacy. Throughout his time at Pepsi, Todd Kaplan successfully pivoted the brand towards new content and direct-to-consumer channels, showcasing his prowess as a forward-thinking marketer. His unwavering commitment to creativity and innovation has not only elevated Pepsi but also inspired marketers worldwide. Read the full article here: https://bit.ly/3VO9SPh #FlavorWiki #ToddKaplan #PepsiLegacy #MarketingInnovator

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Non-alcoholic options aren’t cannibalizing alcohol revenue… ..they’re complementing it. New report from NielsenIQ shows an astounding 94% of non-alc consumers buy full-proof spirits in the same visit. #Nonalc buyers also spend 59% more on Total Alcohol versus those that exclusively buy alcohol 🤯 In other words, they’re your most valuable #customers. So what are some Top Tips to make your no & low options fly off the shelves? 👉 Prioritize: Visibility can make or break your non-alc section. Make sure your leading products are at eye level and place best-sellers from left to right. 👉 Invest in high-impact #POS: Shelf talkers and aisle violators increase awareness and drive #sales. 👉 Display non-alc in a second location: The storefront window, an endcap, case stacker, floor display, and barge inclusion are all great options. 👉 Know your products: There’s a whole array of non-alc products from mixers and RTDs to direct spirit replacements. Do a tasting, speak to your reps, and educate your staff. 👉 Take advantage of seasonal opportunities: The ever-popular Dry January drives huge volumes of non-alc sales during a traditionally down month for liquor. Display non-alc options prominently with Dry January messaging to capitalise on the moment, in-store and on-menu. Even on holidays like Thanksgiving and Cinco de Mayo, you can expect a substantial surge. 👉 Align promotions & activations: Enhance market penetration by aligning promotions with key calendar periods and #innovative product pricing. 👉 and as always, invest in high-quality, #customised design.. What other tips & tricks do you recommend? https://lnkd.in/eyrN6AHB

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For BEVAL success, defending market share in big-box stores is critical, but don’t forget the vast potential in the billions spent across independently owned C-stores, bodegas, grocery stores, and liquor stores. Brands that use NRS's first-party scan data for their BEVAL media campaigns consistently outperform other channels and gain additional share by tapping into the independent market, which was once out of reach. We have the data, media, and case studies to back you up. Ready to raise the bar?

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